On an average day in 2008,
characterised by the considerable
growth of the digital satellite and
terrestrial offering, the Rai Group
consolidates its share of the market,
showing an increase of 0.10% on its
average daily share, compared with
drop of -1.07% recorded
by Mediaset.
This result is due to the good
performance of RaiDue (+0.20%
share), partly attributable to the Beijing
Olympics, and also to the doubling of
viewing figures recorded by Rai's digital
networks ('Rai Digitale'), which have
shot up from a share of 0.40% in 2007
to 0.82% in 2008.
These results offset the 0.51% decline of
RaiUno, accompanied by the stability of
the market share held by RaiTre
(-0.01%).
The positive performance of Rai
Digitale is mainly influenced by the
launch of the new digital channel Rai 4,
but the good viewing figures of the
renewed Rai Sport Piu` recorded during
the 2008 Olympics should not be
overlooked.
This makes Rai Italy's third digital
broadcaster, after Sky and Fox and
before important competitors such as
Disney, Turner, Discovery Channel and
Viacom.

In more general terms, viewing figures
for digital channels are occupying
more and more space in the
increasingly crowded and aggressive
competitive scenario: excluding the Rai
channels, 'Satellite TV' as a whole has
increased its share by +0.58%
compared with 2007, while 'Other
Terrestrial TV' (local TV and DTT) have
grown by 0.28%.

The Rai Group maintains the same result
as last year for Prime Time (+0.01%).
This result is based on the same factors
highlighted for the average day: the
decline by RaiUno (-0.61%) and, to a
lesser extent, RaiTre (-0.09%), is offset by
the good performance of RaiDue
(+0.42%) and Rai Digitale (+0.29%).

The market share of the Mediaset Group
has dropped (-1.09%), to the benefit of
the 'Satellite TVs' (+0.47% share),
'Other terrestrial TVs' (+0.30%) and La 7 (+0.32%).